Diaspora Insurance
Social Media Manager
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Job Title: Social Media Manager
Department: Birmingham, UK – Marketing / Social
Location: Birmingham, UK – office-based
Reports To: Head of Marketing
Employment Type: Permanent
Salary: Competitive, dependent on experience
About Diaspora Insurance
Diaspora Insurance provides culturally informed insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families and their dignity across borders. As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event and partnership engine to support awareness, lead generation, online portal conversion, retention and trust.
Role Purpose
The Social Media Manager will own Diaspora Insurance’s organic social presence and turn social platforms into a structured brand awareness, community engagement, trust-building and lead-support engine. The role will ensure the brand has a consistent, culturally relevant and compliant voice across social platforms while supporting FY2026/27 goals around awareness, lead generation, portal traffic, event amplification, customer education, reviews, referrals and corridor-specific growth.
Key Responsibilities
Social Media Strategy and Planning
- Own the organic social media strategy across Facebook, Instagram, TikTok, LinkedIn, YouTube and WhatsApp community/broadcast touchpoints.
- Translate the FY2026/27 marketing strategy into monthly and weekly platform plans aligned to corporate brand awareness, corridor campaigns, events, source-market activity, retention and referral goals.
- Develop the annual social calendar covering Zimbabwe, Nigeria, Ghana and Kenya, including cultural dates, source-market moments, event amplification, product education and claims-led trust content.
- Create a structured content ratio covering education, community/events, claims/reviews trust, product/portal promotion and CSR/source-market proof.
Content Direction and Execution
- Brief the Graphic Designer and Content Producer on weekly assets, including reels, carousels, short-form videos, event recap posts, leadership content, testimonials, infographics and platform-native content.
- Ensure every piece of content follows Diaspora Insurance brand guidelines, tone of voice and compliance requirements.
- Adapt content by platform, avoiding one-size-fits-all posting and ensuring the content format fits user behaviour on each platform.
- Build repeatable templates for event promotion, partner launches, corridor updates, customer education and review/referral prompts.
Community Growth and Engagement
- Grow quality audience footprint across platforms while prioritising engagement, comments, shares, saves, link clicks, profile visits and community conversation over vanity follower growth.
- Moderate and respond to comments and inbox interactions in line with approved scripts and escalation routes.
- Identify relevant African diaspora pages, groups, creators, churches, associations and community networks for collaboration and amplification.
- Coordinate with the Community Manager on influencer content, WhatsApp broadcasts, review campaigns and organic referral activity.
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Campaign Support and Lead Generation
- Support paid media by identifying high-performing organic content that can be boosted or adapted into paid creative.
- Drive traffic to country landing pages, event pages, partner landing pages, portal sign-up routes and quote journeys through organic content.
- Create platform-specific lead magnets such as funeral planning checklists, family protection guides, event registration CTAs and webinar sign-ups.
- Work with Paid Media and Analytics to understand which content themes contribute to leads, applications and policies.
Reporting and Optimisation
- Produce weekly and monthly social performance reports covering reach, engagement, audience growth, link clicks, video watch time, campaign performance and lead contribution.
- Run monthly content review sessions to identify what to stop, continue, improve and scale.
- Track social sentiment, objections, FAQs and competitor/community trends and feed insights into content, website FAQs, call centre scripts and paid campaigns.
Key Performance Indicators / Success Measures
KPI Area
| Measure | Target / Expectation |
|---|---|
| Audience growth | Combined followers/subscribers across platforms 100% quality footprint growth by June 2027, subject to baseline confirmation. |
| Engagement quality | Engagement rate, comments, saves, shares and meaningful inbox interactions Monthly improvement by platform; no reliance on vanity reach alone. |
| Content output | Planned posts, reels, stories, videos and LinkedIn posts delivered Minimum weekly cadence: Facebook 4-5, Instagram 4-6, TikTok 3-4, LinkedIn 2-3, YouTube 2-4 Shorts/videos. |
| Lead contribution | Organic social leads and assisted website/portal traffic Support 1,700 organic social leads plus assisted conversion across web/events. |
| Event support | Events amplified before/during/after 100% of priority events with pre-event, live/event-day and post-event social plan. |
| Compliance | Approved content and accurate claims/product wording Zero avoidable compliance breaches from social content. |
First 90 Days: Expected Deliverables
| Timeframe | Deliverables |
|---|---|
| Days 1-30 | Audit current platforms, content performance, audience quality, brand consistency and competitor/community activity. Build a 90-day content calendar for all platforms. |
| Days 31-60 | Launch corridor content pillars, reporting dashboard, comment/inbox response bank and first monthly content performance review. |
| Days 61-90 | Build repeatable content templates, influencer/community amplification list and organic-to-paid creative handoff process. Present social growth plan for Q2. |
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Required Experience, Skills And Attributes
Education and Experience
- Degree or diploma in Marketing, Communications, Digital Media, PR, Journalism or a related field preferred.
- Minimum 4-6 years’ experience managing social media for a consumer brand, community brand, financial services brand, agency or diaspora/community-led organisation.
- Experience managing multiple platforms including Facebook, Instagram, TikTok, LinkedIn, YouTube and WhatsApp/community communications.
- Experience briefing designers/video editors and working with content creators or influencers.
Technical and Professional Skills
- Strong copywriting, content planning and campaign calendar skills.
- Understanding of platform analytics, content testing, audience segmentation and organic growth tactics.
- Ability to interpret performance data and turn insights into improved content.
- Comfortable with Canva/Figma collaboration, Meta Business Suite, TikTok/YouTube analytics, LinkedIn admin tools and scheduling platforms.
- Understanding of regulated communications, financial promotions sensitivity and the need for approved messaging.
Tools / Systems
- Meta Business Suite, Instagram, TikTok, LinkedIn, YouTube Studio and WhatsApp Business tools.
- Canva, Figma, CapCut and basic video editing workflows.
- Google Analytics / Looker Studio or equivalent reporting tools.
- CRM/PAS campaign and attribution reports, once integrated.
- Microsoft Office / Google Workspace
Personal Attributes
- Commercially minded and target-driven.
- Culturally aware and comfortable working with African diaspora communities.
- Strong ownership, planning discipline and weekly reporting habits.
- Able to work in a regulated financial services environment with attention to compliance and accuracy.
- Collaborative, practical and comfortable translating strategy into execution.
How To Apply
Applicants should submit a CV and a brief cover note explaining how their experience can support Diaspora Insurance’s growth, brand awareness, lead generation and customer trust objectives:
hr@diasporainsurance.com, marketing@diasporainsurance.com
Application Deadline: September 4, 2026
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